French rugby club US Carcassonne has announced it will accept sponsorship from porn site Jacquie & Michel ahead of its match against Biarritz on March 1.
Based in the south of France, Carcassonne is currently ninth in the Pro D2, the second tier of French rugby.
"The objective of this partnership is to improve our visibility and our digital notoriety," said a statement on the club website Thursday.
"We wanted to provoke enthusiasm and some fallout. That objective was achieved this morning, with the increase in demand at the box office for the match.
"This partnership is in accordance with a very well-defined charter with the aim of the club preserving its values," the statement read.
A later update on the Carcassonne website said there was "pleasant surprise" within the club in discovering that the announcement had been picked up by media outlets in USA, New Zealand, and Chile.
CNN sought to contact US Carcassonne to ask about the extent of the association with Jacquie & Michel but did not receive a response prior to publication.
Time will tell whether the partnership is one the will develop into a long-term relationship.
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